Apple is continuing to build its arsenal of original content. Deadline reports this evening that Apple has won world rights to a new documentary called “Songwriter” that highlights the life and career of singer-songwriter Ed Sheeran…

After launching Beats 1 with an interview featuring Eminem, Zane Lowe followed up yesterday by interviewing singer/songwriter Ed Sheeran. If you missed the live interview, though, it has now been added to the Beats 1 YouTube channel. Unfortunately, it’s audio-only at this point, although Zane did share a video clip on his Instagram so it seems likely that a video version is coming soon.

Apple will also use its retail stores to further promote the event with iTunes Festival Pins to be worn by retail employees to “spark conversation about the event,” according to an internal document obtained by 9to5Mac. Retail employees will also receive iTunes Festival wristbands and redemption codes for music. Select Apple Stores will also host “music-related events” with local artists, according to the document. expand full story

Apple has once again updated the lineup for its upcoming iTunes Festival in London, adding several new musical artists to the schedule, including Mary J. Blige, deadmau5, Tony Bennett, and Ed Sheeran. The addition of 19 more acts brings the current announced total to 40, with another 20+ still to be announced.